While it largely flew under the radar, Facebook's introduction last week of its pending Facebook Exchange service is a very positive development for shareholders in desperate need of some good news. Over time, the move should lead to better-performing advertisements with higher click-through rates given the amped-up ad targeting technology it includes. While better ad performance would be a small victory, Brenton explains how Facebook Exchange brings the company one step closer to rolling out its own third-party ad network, a key catalyst for future revenue growth.
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